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Turning Visitors into Customers: The Art of CRO

By itself, creating a website won't move the needle for your business. To be successful online you need to measure and improve the ways in which your website visitors turn into potential clients.

Basically, if you aren't measuring what website content and user experience is (or isn't) working, then you can't improve it.

This is where Conversion rate optimization (CRO) comes in.

CRO is the practice of measuring and increasing the percentage of website users to take your desired action, like filling out a form, making a purchase, scheduling a consultation, or signing up for a newsletter. CRO is measured by dividing the number of targeted actions by the overall number of visitors. For example, if you have 100 visitors on your website every day and 1 of them fills out your contact form your CRO would be 1%.

By measuring CRO, you can identify the strengths and weaknesses of your website and make data-driven decisions to improve its performance.

CRO: Step by Step

Determining your website's goals is the first step in putting CRO into practice. This can be contact form submissions, downloads, purchases, newsletter sign-ups, or other desirable actions on your website. After these goals have been established, we analyze user behavior to spot friction points or conversion barriers.

To understand how people engage with the website web mostly review website analytics or use heatmaps and user session recordings. Finding out where and why users are losing interest or becoming stuck during the conversion process is crucial.

Creation and testing of hypotheses

We can create assumptions about how to enhance our user's website experience and boost conversions based on this information. These enhancement can be changes to the layout, copy, calls-to-action, or any other aspect of your website.

For example, if we were performing CRO on an eCommerce website we could assume that by making the checkout process simpler more people will make a purchase. We then put these theories to the test using A/B testing to determine which modifications have the greatest impact on conversion rates. This involves serving up alternate versions of web pages to a sample of consumers to see which one converts the best.

Putting Changes Into Practice and Tracking Outcomes

We will typically run a test for 30 days and once complete implement whichever web page version had the higher conversion rate. We can then run the experiment again with a different assumption. Continuously iterating and improving your pages can have HUGE effects on your bottom line.

The Advantages of CRO

CRO, when done properly, will directly increases the leads/sales from your website and improves the ROI of your marketing activities.

Here is where you'll benefit.

Other Elements for Successful CRO

In addition to the measures stated above you can improve your website's personalization, mobile optimization, trust-related variables, and user engagement:

Conclusion: CRO Continues to Be Important in Digital Marketing Plans

CRO is an essential part of every digital marketing plan. You can increase your leads/sales on your website, enhance customer satisfaction, get a better return on marketing investment, and set yourself apart from rivals by concentrating on enhancing the user experience and boosting conversions.

Although the initial time, effort, and resource commitment to CRO may seem overwhelming, the long-term rewards are more than worthwhile. CRO helps you stay ahead of the competition as well as expand and flourish online by consistently testing, iterating, and optimizing your website.

Keeping the user at the center of all decisions is, in the end, the secret to CRO success. Businesses may design a seamless, personalized, and interesting user experience that encourages conversions and produces results by understanding their customers' needs, behaviors, and preferences.

If you are ready to optimize your website and increase your conversions, contact us today to schedule a free consultation.

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Your visitors come to your website got there because of a specific search for your product or service. They need what you're selling but when they get there, they also need the answers to some basic questions. So what do you put on your website? If they can't answer those questions on the first page of your website, they will be heading to your competitor's site before you know it.

5 Questions Your Visitors Want Answers To

Getting visitors to your website is the all-important first step. Once they are there, your goal is to keep them there and, maybe, direct them into a sales or information funnel. To keep them around, you need to give them the information they are looking for once they land on your homepage.

what visitors want to see on your website

Question 1: How can your product/service help me?

It can be easy to assume that because this visitor searched for and clicked on your website, they know what they're looking for and how it can help them. However, just because someone knows they are looking for a realtor or HVAC repair service doesn't mean they know how YOUR realty firm or HVAC company can help them.

Are you known for excellent customer service? Speed? Quality products? If you're in a non-essential business, maybe landscaping or pool installation, you need to make the case for why this person who may be thinking about relandscaping or adding in a pool should make that investment.

what to put on your website homepage

Question 2: How are you different from your competitors?

The next thing visitors are looking to know is how you are different from your competitors. Why should they choose to work with you? Why should they choose your product over the same, or similar, product made by your competitors?

Again, this could come down to the speed or quality of your service. The history of your company and your mission and values, the ingredients you use in your product, the story of how your company started can all set you apart from your competitors and will humanize your company in a way that will have visitors identifying with your story, which is a great way to build brand loyalty.


Featured Reading: Top 10 Things Every Website Needs


what to put on the homepage of your website

Question 3: Can I easily navigate your website?

Visitors want to be able to easily find the information they need. If your website lacks a clear navigational structure, your visitors will get frustrated and leave before buying your product or service.

Studies have shown that 50% of visitors will use your site's navigation menu to orient themselves once they get to your site from a referral site. If your site has an overly complicated navigation structure, you're not doing yourself any favors in getting people to stick around.

what to put on your website

Question 4: Can I trust you?

One of the biggest factors in the decision to make a purchase is whether the visitor trusts you or not. If there's even a doubt about the legitimacy of your business and your website, visitors will leave. Luckily, there are a few things you can do to demonstrate the trustworthiness of your business:


Featured Reading: How to Build Trust & Grow Your Business


tips on what to put in your website

Question 5: Tell me about your product.

This last one isn't so much a question as an expectation. Visitors want details about your product in an easy-to-digest manner. That means bullet points, not text blocks. Images and video demonstrations. Short paragraphs of no more than 3-4 sentences.

As web users, we're used to scanning pages to get the information we want. We save our dedicated attention spans for e-books and news articles. When we're looking at products and services, we want access to all the relevant information, and we want easy and fast.

Final Word

A well-designed homepage with an easy-to-understand navigational structure, intuitive sales funnels, and clear, compelling content is what your business needs to knock out your competition. If you think your homepage is falling short, give us a call. We'd love to help you out.

Thrive is a Seattle web design company focused on helping you grow. If you believe in what you do, have a proven offer, and would like to increase your online presence and authority, let’s chat.
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